Carman's museli is launching its first TV ads and is taking advantage of the cross-promotional benefits offered by founder Carolyn Creswell's involvement in Network Ten's Recipe To Riches.
The spot was created by Ten's in-house division Generate, and aims to tell the entrepreneurial story behind the Carman's brand.
Carman's Fine Foods was bought for $1000 when Creswell was aged 18, and is now an international business that exports to 32 countries.
While Generate came up with the creative, Carman's media agency Huckleberry provided brand consultation and strategy on the campaign.
Huckleberry's group business director Megan Kay said the synergy between Creswell being a judge on a show which focuses on entrepreneurship in food and Carman's brand story was too good to ignore.
"We identified a great opportunity to build on Carolyn's involvement as an expert on Ten's Recipe to Riches to promote not only the Carman's range, but also highlight the brand's entrepreneurial spirit that it shares with the show," she said.
The new campaign debuted on the network last night.
Generate offers content creation services, and was responsible for the Modern Family Toyota Kluger spots.
Generate's national head Melissa Fein told AdNews this morning the deal had been in the works since the last season of Recipe to Riches with the brief coming from Huckleberry.
"We're always working on ways to leverage our talent's position on our network and making sure we both get the full value from that," she said.
Fein also said the deal would demonstrate to potential small brand clients that Generate can deliver solutions on a minimal budget - not just multi-million dollar clients.
"It's also something where we can demontsrate to clients that we can do something within the budget of Carman's, which isn't huge right up to doing things with larger clients such as Toyota."
While the TV spot will be the main thrust of the campaign, Generate has also created pre-rolls to be pushed out digitally.
More news below:
Nudie launches outdoor campaign
Get a drone's eye view of the AdNews Challenge
Data and Branded Content added to awards
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at jamesmcgrath@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.